Last Edition Speakers

Andreas Veskoukis is Head of Pricing & Merchandising Analytics Europe at Levi Strauss & Co., where he leads pricing strategy, competitive intelligence, and merchandising analytics across European markets. With nearly 12 years at one of the world’s most iconic apparel brands, Andreas has built deep expertise in translating complex data into actionable pricing and merchandising strategies that drive profitable growth.

Throughout his tenure at Levi’s, Andreas has held progressively senior roles, including Brand Operations, Pricing & Analytics Manager Europe, and Merchandising & Operations Manager Europe. In these positions, he has been responsible for building comprehensive understanding of competitive landscapes and pricing opportunities, developing seasonal price positioning strategies, and driving best-in-class investment review and pricing processes. His work spans critical go-to-market activities that enable merchandising, marketing, finance, planning, and commercial functions to bring brand assortments to life across channels and geographies.

Andreas excels at leveraging data analytics to create product insights and recommendations, managing seasonal merchandise financial processes and KPIs, and facilitating cross-functional alignment to drive efficiency across diverse teams and markets. His expertise encompasses pricing strategy, system deployment, operations management, and go-to-market strategy execution.

Hasan Guliyev is an EPP-Certified Revenue Growth Manager and GS1-Certified Category Manager with a strong track record of driving profitable growth across pricing, pack architecture, trade investment, promo optimization, and mix management. Hasan holds a Master’s degree in Behavioral Economics and currently leading RGM transformation and Category Strategy for the DACH region. Hasan has been recognized internally with multiple best practice awards for commercial excellence and recently spoke at the World Pricing Summit in Berlin.

Ann Vervecken is Global Head of Value Based Pricing for Multiregional Accounts at DHL Supply Chain, where she leads the transformation of pricing strategy from transactional selling to value-driven partnerships that create measurable business impact for global customers. With over 25 years at DHL Supply Chain, Ann has built extensive expertise in business development, account management, and strategic pricing across complex, multi-regional logistics operations.

In her current role since January 2024, Ann is passionate about understanding customers’ unique needs and challenges, developing tailored solutions that deliver quantifiable value rather than simply offering products or services. Her work focuses on implementing value-based pricing frameworks for DHL’s most strategic multiregional accounts, ensuring pricing strategies align with the specific value drivers and business outcomes that matter most to each customer.

Her expertise encompasses value-based pricing strategy, complex B2B relationship management, business development in logistics and supply chain services, cross-regional account coordination, solution design, and translating customer business challenges into tailored value propositions that drive mutual success.

Lior Petek, CPP, has over a decade of experience in pricing, specializing in subscriptions and two-part tariffs. As the senior manager of pricing strategy and analytics, he leads the pricing function at Swisscard AECS and has been responsible for generating incremental margin as well as elevating cross-functional collaboration. Lior holds a Master of International Affairs from the University of St. Gallen

Recognized for achieving profitable growth by scaling pricing and go-to-market capabilities, successfully integrating digital solutions. Combines B2B industrial leadership at Henkel, Schneider Electric, Steelcase with consulting expertise from Simon-Kucher & Partners and an entrepreneurial track record, bridging strategy with hands-on execution.

Jacob Ryom is a strategic leader in pricing and revenue management at Danske Bank, overseeing pricing decisions for personal customers across Denmark and the broader Nordic region. With a proven track record in team leadership, executive collaboration, and project delivery, he drives innovative pricing strategies that impact over 3 million customers. Jacob combines deep analytical insights with market trend analysis to shape competitive and customer-focused pricing frameworks. Passionate about both professional excellence and personal wellbeing, he fosters a collaborative culture while delivering measurable business results.

Diana Zharovskikh is Global Director of Pricing and Category Management at Deliveroo, where she leads pricing strategy and category optimization across the platform’s diverse marketplace ecosystem. With over a decade of experience spanning strategy consulting, FMCG retail, and on-demand delivery platforms, Diana specializes in solving complex pricing challenges in multi-sided marketplace environments while balancing the interests of consumers, restaurants, and delivery partners.

Since joining Deliveroo in 2021, Diana has held progressively senior roles, currently serving as Global Director of Pricing and Category Management and Staff Product Manager for Value and New Verticals (since December 2024). Previously, she was Global Director of Pricing and Category Management for Grocery & Retail (March-November 2024) and Global Head of Category Management and Pricing for On-Demand Grocery (February 2023-March 2024), where she developed sophisticated pricing strategies for rapidly evolving on-demand retail verticals.

Her expertise encompasses three-sided marketplace pricing dynamics, category management, price optimization, customer insight, strategic project delivery in complex cross-functional environments, and leveraging data-driven approaches to balance commercial objectives across multiple stakeholder groups.

Henar Alonso Espinaco is a Senior Pricing Manager at Johnson Controls with extensive experience in leading high-performing pricing teams and implementing profitable growth strategies across diverse B2B industries including manufacturing, mining, and automotive. Previously, as Head of Group Pricing at Sibelco Group, she managed €2B in revenue across 120 production sites in 31 countries, delivering €520M in gains over two years through digital transformation and pricing automation. Known for combining pricing strategy with analytics and digital innovation, Henar has successfully led e-commerce implementations, automated pricing processes using Python and Power BI, and driven cross-functional collaboration between sales,

finance, and product teams. She transforms traditional pricing functions into modern, data-powered organizations, digitally-enabled, carefully balancing innovation with resource realities.

Federica Crippa is a Group Product Manager Pricing at Booking.com, where she leads tech and product teams responsible for the Genius loyalty program and Paid visibility products for partners, overseeing approximately €3 billion in incremental revenues. With over 11 years at Booking.com, Federica has extensive experience in product development and pricing strategy within the travel technology sector. She previously managed communication infrastructure for partners and guests (handling 25 million messages daily and over 1 billion API calls), led connected trip service efforts integrating new verticals, and developed messaging technology for properties to reach their guests. Before joining Booking.com, she gained experience in online product management, social media marketing, and international business development across various industries including gaming and sustainability. Federica holds a degree from Università degli Studi di Bergamo and is based in Amsterdam, Netherlands.

Noor van den Hurk is Product Owner Pricing & Revenue Management at NS (Nederlandse Spoorwegen), the Dutch national railway company, where she leads pricing strategy and revenue optimization for one of Europe’s busiest rail networks. With nearly six years at NS and over a decade of pricing expertise across financial services and transportation, Noor specializes in building innovative pricing models that balance commercial objectives with customer value and regulatory requirements.

In her current role since May 2023, Noor is responsible for developing and implementing pricing and revenue management strategies for NS’s diverse portfolio of rail products and services. Previously, she served as Product Owner Propositions & Partnerships (2022-2023) and as Pricing/Revenue Manager (2020-2022), where she built the foundation for NS’s dynamic pricing capabilities and proposition development.

Bachelor Business Economics, Master International Economics and Postdoc Journalism at Erasmus University Rotterdam.

Started career as Strategy Consultant at Accenture and have built a Revenue Management function from scratch at Oyo Vacation Homes (Leading vacation rental company in Europe)

Currently working as Revenue Manager at NS focusing on filling empty trains with induced demand through strategic revenue management

Loves optimalisation challenges with multiple dynamic variables such as Revenue Management and running “fairly quick” marathons

Federico Bocardo serves as the Global Commercial Excellence Delivery Director for Animal Nutrition & Health at Cargill, where he leads cross-functional initiatives to optimize pricing strategy and drive profitability across global markets. With extensive experience in commercial excellence, Federico specializes in designing fact-based, action-oriented processes and analytics that translate pricing strategies into measurable business results.

Prior to his current role, Federico held the position of Global Pricing Excellence and Analytics Director at Cargill, where he built and led the company’s Commercial Excellence Analytics Hub. His background also includes significant transformation leadership experience at Aliaxis, where he implemented value-based pricing frameworks and led commercial excellence initiatives that achieved substantial improvements in performance metrics.

Dr. Danilo Zatta is a leading management advisor in topline growth. He specialized in profit improvement on the revenue side, with extensive experience in pricing. He has published over 20 books on topics including corporate strategies and pricing as well as many articles in various countries. He is a regular speaker and chairman at events, forums and leading business schools.

He is the author of the international pricing best seller ‘The Pricing Model Revolution’ (Wiley) translated into 10+ languages and defined by the Father of Marketing Philip Kotler as best book on pricing. His new book ‘The 10 Rules of Highly Effective Pricing’ has been praised by leading C-levels.

Dr. Danilo Zatta has been recognized by the Financial Times as ‘one of the world’s leading pricing minds’. Dan has also been included in LinkedIn’s Top 5 Pricing Thought Leaders, a ‘list of the most engaging and impactful pricing thought leaders globally’. Dan has also been defined as one of the TOP 50 globally leading Thought Leaders in both Marketing and Sales.

Nikhil Tripathi is Head of Pricing at Viking Office Europe, part of RAJA Group, where he leads the strategic pricing office and develops competitive pricing strategies that position the company as a one-stop solution for office needs across European markets. With over 15 years of experience spanning business strategy, eCommerce, pricing, and analytics across B2B environments in Europe and Asia, Nikhil specializes in building customer-centric cultures and leveraging data-driven insights to drive growth and profitability.

In his current role, Nikhil is building the pricing function from the ground up, establishing frameworks and capabilities that enable strategic pricing decisions across Viking Office Europe’s diverse product portfolio and customer segments. His work focuses on competitive intelligence, value-based pricing strategies, and aligning pricing with the company’s broader commercial objectives.

Nikhil holds an MBA from HEC Paris, one of the world’s top 10 MBA programs, where he received an academic award for achieving the highest GPA in his class. He also earned a B.Tech in Civil Engineering from IIT, India’s premier engineering institution, and holds certifications in Bloomberg, Management Excellence, Lean Six Sigma Green Belt, and Digital Transformation. He is passionate about nurturing young professionals and fostering customer-centric mindset and culture within organizations.

Global Pricing Commercial Excellence Lead at Syngenta with over 9 years of experience in driving pricing excellence across the organization. Francesco specializes in helping business units excel through clear definition of pricing strategy, value creation, and customer segmentation.

In his current role, he focuses on upskilling pricing capabilities through on-the-job projects, dedicated training programs, and sharing best practices across the organization. Previously, Francesco served as Pricing Manager for EAME-EU countries where he developed expertise in commercial policy development and strategic price execution.

With a strong financial background from roles at The Coca-Cola Company and Nestlé Waters, Francesco brings a data-driven approach to pricing decisions. His unique combination of financial acumen and commercial expertise enables him to effectively partner with sales and marketing teams to optimize profitability while maintaining market competitiveness.

Neelkamal Biswas is a pricing and growth strategist with over a decade of experience building global pricing organizations at Uber and Deliveroo. His expertise lies in driving innovation through dynamic strategies bringing pricing and promotions under a single umbrella, and in fostering agile decision-making through intelligent organisational design that bridge business and technology teams. Through his Blue Lotus Advisory, he now helps Consumer and B2B companies turn pricing and incentives into strategic growth levers. He is also the Co-Founder of Circlestack, an AI resale tech startup turning circularity into profit for consumer brands.

Paul van Keulen is the Director of Pricing, Tools & Strategic Projects at Center Parcs Europe, where he leads the Pricing and System Coordination teams and drives key strategic initiatives. With over 14 years of experience in pricing across the retail, e-commerce and hospitality sectors, Paul has built a distinguished career transforming pricing capabilities and delivering commercial excellence for leading European brands.

Prior to Center Parcs, Paul served as Manager Pricing at Jumbo Supermarkten, where he implemented pricing strategies for one of the Netherlands’ largest supermarket chains. Before that, he held the position of Manager Pricing at Coolblue, creating competitor and value-based pricing strategies for the prominent e-commerce retailer. Paul began his pricing career at Media Markt – Saturn, progressing from Pricing Analyst to Pricing Manager, where he developed and implemented a comprehensive new pricing strategy across all stores and online channels, leveraging extensive data analysis and consumer research.

Pedro is a professional with more than 10 years of work experience in Strategic Pricing and Revenue/Yield Management at worldwide companies from Industrial Engineering, Travel & Leisure, Food & Beverage and Transportation & Mobility markets. He holds a bachelor’s degree in Industrial Engineering and MBA degree in Technologies for Business: AI, Data Science and Big Data. Pedro is one of the co-authors of the book “Pricing Architects” and he writes a monthly column about Pricing Strategy and Technology for the Aprix Journal. He also participated as a speaker in several events from organisations such as the Professional Pricing Society and European Pricing Platform.
Currently I am working as a Head of Pricing at Omio, a German unicorn which provides an online travel comparison and booking platform based in Berlin and also as an Associate Professor at the Barcelona Finance School.

Daniel Antolin is Managing Director and Pricing & Commercial Strategy Lead for Europe at Accenture. Based in Munich and educated at the University of Bayreuth, he is a seasoned expert in B2B pricing and commercial excellence. Overseeing a high-performing European team, Daniel drives innovative pricing transformations – leveraging AI, analytics, and strategic governance – to unlock sustainable margin growth and business resilience.

With deep international experience spanning over 30 countries, Daniel fuses strategic insight with practical execution. He partners with global B2B clients across industries – like industrial manufacturing, high tech and professional services  – to embed pricing intelligence and governance directly into their commercial systems. He is passionate about combining strategic pricing thinking with operational excellence – ensuring organizations are both future-ready and margin-resilient.

After roles in engineering, commercial and strategy consulting, I’ve spent most of my 20+ years career in commercial operations and pricing in the chemical industry, focusing on value management and pricing optimization, both from a strategic and tactical perspective. Revenue and profit improvement projects, key account management programs and pricing discipline have been the core of my activity at Solvay across the Group. More recently, I built the Value

Management team of Syensqo, delivering tangible results through revenue management programs and structuring key negotiations.

Vivek Gokhale is Principal Consultant and Pricing Expert at the Pricing Solutions Business Unit of CONET ISB. He brings deep expertise in enterprise pricing platforms such as Pricefx and Syncron, helping global manufacturers and automotive leaders translate complex pricing visions into scalable, data-driven solutions. His focus areas include price optimization, elasticity modeling, AI-powered analytics, and supply-chain-integrated pricing.

At CONET ISB, Vivek has pioneered the Data Readiness & AI Pricing services, establishing diagnostics and predictive models that accelerate time-to-value in pricing transformations. Known for connecting technology with measurable business outcomes, he regularly engages with C-suites and industry leaders. In his keynotes, Vivek emphasizes agility, proactiveness, and the importance of the right pricing partner, sharing lessons from high-stakes projects across automotive, manufacturing, and beyond.

Steve Laborda is a seasoned expert in pricing, value selling, and commercial excellence with over 20 years of experience helping B2B companies grow profitably. As the founder of Valuebizbooster, Steve specializes in enabling chemical and industrial manufacturing companies to unlock their full potential through consultancy, training, and coaching. He is also the author of Master the Art of Value-based Selling, a practical guide to building compelling value cases, and a keynote speaker who inspires audiences at global sales and pricing and marketing conferences. Steve is passionate about empowering leaders to master pricing strategies and create sustainable value in highly competitive markets.

Pieter Valcke is a Senior Manager at Monitor Deloitte’s Commercial Strategy & Analytics practice. In this role Pieter helps manufacturing clients in defining and implementing growth strategies. He holds over 10 years of specialized experience in the domains of commercial strategy, price management and advanced analytics.

Before joining Monitor Deloitte, Pieter held several internal pricing leadership roles at global manufacturing and chemical companies, where successfully launched, implemented and sustained key pricing capabilities.

Known for challenging conventional thinking while maintaining strategic integrity, Pieter is passionate about unlocking organizations full growth potential.

Andy has over 25 years of experience in pricing, having held senior roles with Kantar, Unilever, innocent, and Smartbox. Throughout his career, pricing has been a central theme, from shaping consumer pricing strategies to developing innovative sourcing models. At Smartbox, Andy pioneered an approach that integrated both variable and fixed pricing into the company’s sourcing framework, delivering significant commercial impact. In 2025, Andy began lecturing on pricing at University College Dublin, sharing his expertise with the next generation of commercial leaders. Since joining EPIC, he has successfully led nearly 80 pricing projects, helping brands unlock growth and optimise their revenue strategies.

Mehrdad Moslemi is a Senior Solution Advisor at Vistex, where he has spent more than seven years helping clients across industries solve complex pricing challenges and streamline their strategies. Drawing on his expertise in organizational dynamics, he works closely with departments across the enterprise to ensure smooth operations and long-term success. Beyond his professional role, Mehrdad also serves as a referee in the top table tennis league, a position that sharpens his ability to stay focused, balance competing interests, and guide situations to a fair resolution.